We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Examining the Digital Pitch: A 3-Year Examination of Social Media Metrics From Men's Professional Sport.
- Authors
Scalera, Alyssa; Naraine, Michael L.
- Abstract
Although research in the social media and sport domain continues to uncover key insights related to content, there has been a push toward identifying the social media metrics that serve as the antecedents to relationship marketing engagement. Along that vein, the purpose of this study was to analyze social media activity (i.e., impressions and engagements) from all teams in a given professional sport league over a 3-year period. Contextually set with Major League Soccer teams for the 2017, 2018, and 2019 calendar years, 66,745 Instagram posts were retrieved using MVPindex and parsed for focal social media metrics (i.e., impressions and engagements) for each team using a temporal lens (i.e., by month and by day). Findings of this study align with past work indicating the need for sport properties to focus on posting outside of game-day windows, harnessing the ongoing, instantaneous nature of social media.
- Subjects
MAJOR League Soccer (Organization); PROFESSIONAL sports; SOCIAL media; SOCCER teams; ATHLETIC leagues
- Publication
International Journal of Sport Communication, 2023, Vol 16, Issue 4, p389
- ISSN
1936-3915
- Publication type
Article
- DOI
10.1123/ijsc.2023-0100